驭咒神皇txt全集下载:勇往直前──霍华·舒兹再造星巴克咖啡帝国

勇往直前──霍华·舒兹再造星巴克咖啡帝国
简介∶重掌执行长兵符的霍华·舒兹让星巴克由黑翻红，本文带你一同领略他的高超经营术。
Howard Schultz Brews Change at Starbucks
When Howard Schultz established Starbucks in the 1980s, he reinvented the coffee experience, offering gourmet coffees and a special relationship with customers. Two decades later, in dire need, the company called him back to reinvent that experience again.
In 2007, Starbucks was struggling, a victim of both the bad economy and its own rapid growth. Expansion over the previous three years had doubled the number of locations to more than 16,000. In the process, many people felt the company had commodified its business, watering down its special coffee experience. What's more, chains including McDonald's were entering the gourmet coffee market, offering new competition.
Starbucks shares fell from US$38 in late 2006 to US$18.11 at the end of 2007 and would continue to slide to a low of less than US$10 at the height of the recession. So in early 2008 the company's board asked Schultz, who was then board chairman, to return as CEO, eight years after leaving the job. After talking with his family — being CEO would entail 15-hour days — Schultz finally agreed. Assuming the reins, he announced a “transformation agenda” to revive the company's fortunes.
“We must address the challenges we face and we know what has to be done,” Schultz said. “We are recommitting ourselves to what has made Starbucks and the Starbucks experience so unique.”
勇往直前──霍华·舒兹再造星巴克咖啡帝国
当霍华·舒兹於一九八○年代创立星巴克时，他重新塑造了咖啡体验，提供极品咖啡以及与顾客间的特别关系。廿年後，在迫切的需要下，公司请他回锅再造相同的体验。
二○○七年时，星巴克挣扎求生，成了经济不景气与其快速扩张下的受害者。前三年的拓展导致门市量倍增到 16,000 多家。在这个过程中，许多人觉得星巴克日趋商品化，削弱其特别的咖啡体验。此外，麦当劳等连锁餐饮业者也进军极品咖啡市场，引发了新竞争。 星巴克股价从二○○六年底的 38 美元跌至二○○七年底的 18.11 美元，在经济衰退期高点时更可能持续滑落至 10 美元以下的低点。因此，二○○八年初，公司董事会央请当时担任董事长的舒兹重任执行长──这个他已卸下达八年之久的职位。由於执行长每天上班时间长达 15 小时，在和家人讨论过後，舒兹终於点头答应。重掌兵符後的舒兹遂宣布重振公司雄风的「转型计画」。
「我们必须解决我们所面临的挑战，而我们知道该做什麽，我们要致力再次找回让星巴克与星巴克体验与众不同的本质。」舒兹如此表示。
 
 
 
 
 
 
 
 
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上班族每日一句
2011/10/03 (一) We should consider our profit margin when setting our price structure.
我们在制定价格结构时应该考虑到利润率。
2011/10/04 (二) Don't forget to incorporate an Internet ad campaign.
别忘了还要加上网路宣传。
2011/10/05 (三) I think we should consider setting up counters in department stores.
我想我们应该考虑在各百货公司设柜。
2011/10/06 (四) We are scouting out a few locations right now.
目前我们正在物色几个地点。
2011/10/07 (五) Why don't we start out with poster ads on buses and follow up with radio ads.
我们何不先刊登公车广告，然後在广播电台播放广告。